3 PRINCIPLES OF SALES YOU CAN BE SURE TO ALWAYS WORK

Are you a business owner in constantly changing times, and it seems very difficult to get a sales process down because the methods keep changing every year?

Well, while the methods of sales/marketing and human idiosyncrasies could change very fast, the very principles of sales/persuasion do not change. From my research, and after a quick study of the book Influence by Robert Cialdini, I have realized that Relationship Building, Authority/Consensus and Value Proposition are three principles of sales you can be sure to always work for your business, regardless of the systems or methods you use to actualize them.

In this article, I will break down exactly how to use these 3 sales principles to increase your sales either in your brick and mortar store or online space. Keep in mind that there are many principles embedded in each of these principles I’ll be sharing, and there are many more triggers or factors that could affect a person’s buying decision, so many we couldn’t possibly satisfy all of them.

The principles mentioned in this article are therefore not the only ones but are some of the strongest and most consistent principles you can be sure will always work regardless of what you sell.

Now a disclaimer: This should go without saying, but I am writing these principles in this article for people who have actual businesses (products and services) which are beneficial to people. If you are selling scammy products, this is not for you.      

With all this in mind, let’s get started.

Authority/Consensus

The principle of Authority (my definition) states that you should follow an expert, especially in a field you know little about.

The principle of Consensus is a bit similar, and it states that you should look to see what the tribe (people who are exactly like you) is doing and do the same.

While these principles are different and often taught differently, I have put them together in this article because they are the principles that involve using other people’s influence to sell your product, service or idea.

If you just learned about personal development yesterday, and you do not know which books you should start reading or which guru you should start following, the first thing you’d probably do is a Google search which would look like:

“Which personal development books are the best?”

“Which personal development workshop can I attend in Ohio?”

“Which online personal development coach should I work with?”

When you get the search results, you’ll either browse through some recommendations on Google or in a top community like reddit or Quora and pick the most recommended. Why?

Because if so many people can vouch for them, then they must be the best. It is the same reason a person seems to be more attractive when he/she gets featured in a fashion magazine, or when they have many of your friends calling them attractive.

So how do you use these strong principles for selling?

  1. Provide good knowledge

If you become famous on Twitter for providing industry specific knowledge that works for your followers, they are going to view you as an authority, and buy your products when the time comes.

  1. Mingle with other top authorities

If you can get top authorities in your industry to endorse you, you will sell more. You can get top authorities to endorse you by building a relationship with them, doing quality work for them, referencing them when you share content and so on.

Relationship Building

If, as a girl, you met a guy today, would you be open to marrying him immediately? I doubt it. No matter how much you like him, you’d want to spend some time building a relationship, getting to know him better before you make that life changing decision.

This principle of relationship building is simply a little combination of the principles of Liking, Reciprocity and Commitment.

While the choice of who to buy from might be less important than the choice of a partner for lifelong commitment, the principles behind them are the same:

People are more likely to buy from people they know, like and trust.

How do people learn to like and trust you?

  1. By making yourself relatable

The reason why rags to riches stories work in personal development is because a lot of people seeking personal development can relate to them. The can relate to being broke, out of shape, being a misfit, etc., and they think “Oh, if this guy who was just like me could do it, then I can too! I just need to learn what he knows!”

Spend some time researching your target clients and understanding their life as it is to them, then use words that describe their lives even better than they can describe it themselves.

  1. By giving them something first

If you can help your target client with something of value that benefits them, they are more likely to like you and want to give back to you.

Value Proposition

The value of your product, and how you present this value to your target customer is very important in influencing their buying decision.

This principle is based on the principles of scarcity and contrast.

If you can show that your product is better than the other options your customer has seen, and you can demonstrate scarcity, then you’ll be more likely to attract more customers fast.

How do you achieve this?

  1. By giving your customer every piece of knowledge they need

A car is sometimes a lifelong decision. Before you can sell a car to someone, there must be enough information to help the person make that buying decision. I’m not saying your sales content should be too long, I’m only saying it should be complete.

Include every single nitty-gritty of your product that is important to help the customer make the right decision and add it to your sales content.

  1. By listing features and benefits

Find out the features that your product has and tie them to the benefits your target clients are looking for. Don’t just waste away a sales opportunity by listing only the features. Include the transformation they are sure to get if they use your product or service and make them dream about having that transformation.

  1. By having a well-defined Unique Selling Proposition

You must find out that important element in your product or service that makes it better than the other products your target customers would normally see. When you find it, describe it properly and present it to your customer the best way possible.

  1. By injecting some scarcity

Humans like doing things on deadline day. It is therefore you give them a time or space deadline to prompt a quick response and give the idea of scarcity in the sales of your product.

Conclusion

The system you use to market to your prospect doesn’t matter, as long as they use the principles of marketing. Now, this is not a 100% guarantee that you will get every single person you attempt these principles with, but it will improve your sales considerably.

Also, it is important that you use these tips nobly and only when you have a truly valuable service to sell. If you use these principles to scam people (and you can), you’ll be a con man, not a businessman or salesman, and that cannot sustain you in the long run.

 

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How a simple tagline could be key to branding across platforms

With some taglines, you only have to see or hear them to instantly recall the brand that conceived it. For example, you probably don’t need us to spell out which companies coined the slogans “Just do it”, “I’m lovin’ it” and “Exceedingly good cakes”, such is the power of the well-crafted tagline.

However, slogans like these aren’t just for big-name companies. Smaller brands can urgently need taglines for succinctly and memorably summarising their mission, as Forbes points out. This gets to the heart of why even just one tagline can work well across multiple marketing platforms…

What core purpose should your tagline serve?

Today, even if you run a small company with scarce economic resources, you still have a wide range of good-value marketing means at your ready disposal. For example, any business can, for free, register accounts on various social media sites and start posting to these accounts regularly.

However, as many of the world’s best-known taglines significantly predated the social media age, it’s clear that the likes of Facebook and Twitter haven’t spurred the proliferation of taglines. In essence and any age, a tagline should take no more than a few words to encapsulate your brand’s nature.  

That doesn’t give you a huge amount of leeway for creating something memorable – and, indeed, it’s no wonder that taglines can too easily slide into trite or unpredictable territory. Just think of KFC’s “So Good” slogan, which has been derided as “hollow-sounding”, as Inc. makes clear.

What works in a tagline and what doesn’t?

Such is the variety of taglines that it can be difficult to tease out definite dos and don’ts when it comes to creating one. However, we can probably all recall various examples of slogans which have long endured in the memory, perhaps even after the brands in question have stopped using them.

Many such taglines have been highlighted by Econsultancy, with HSBC’s “The world’s local bank” showing the financial services institution’s down-to-earth approach despite its clearly multinational reach. Similarly, Tesco’s “Every little helps” reaffirms the retail giant’s ultimate focus on the customer – though, of course, value for money comes into the equation here, too.

What, then, should you actually avoid doing? In general, puns don’t tend to work well, at least if they aren’t genuinely clever, though the “Shave time, shave money” slogan used by Dollar Shave Club does faithfully reflect the company’s witty and self-deprecating approach to advertising.

How could you find a tagline for your company?

The fact that certain slogans have stood the test of time for decades shows that the essentials of a good tagline remain much as they were generations ago. Nonetheless, in 2019, you could focus on coming up with a tagline easy to imagine looking good not just on print materials but also on digital platforms including websites, social media and apps.

Hence, you could benefit from tasking copywriters with coining your tagline in tandem with other digital marketing services helping you to spread the word far and wide online.

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How to identify the right social media channels for your business

While setting up a social media presence – or strengthening an existing presence – is an obvious move for your business to make, you could easily stumble when it comes to choosing where exactly to be active on social, with the likes of Facebook, Twitter and Pinterest all beckoning tantalisingly.

A thriving social media strategy would not depend on you using every single available channel. In fact, your attention could be spread overly thinly if you fail to follow the tips below…

Who are your target customers?

One reason why you should adopt a selective, rather than exhaustive, approach to choosing social media channels is that, otherwise, too much of your time and money could be wasted on channels where your target customers are not even particularly active.

Fortunately, it doesn’t have to be too difficult to refer back to your existing customer personas as you assess the demographic profiles of different social media portals. For example, if you are pursuing a female audience, Pinterest is evidently a good place to be, Forbes shows.

Which channels are especially suited to your brand?

The female-heavy user base of Pinterest can also make it an especially convenient site for use in promoting fashion products. Also counting in Pinterest’s favour here is its highly visual interface, a strength which the site has in common with Instagram.

You should carefully consider facts like these when trying to endeavour how well a particular channel would align with your company’s brand and industry values. Instagram and Pinterest also come with e-commerce-friendly features like product tagging, as Business 2 Community explains.

How are your rivals faring on social media?

This is a particularly useful question to ask yourself, because you could effectively learn from those competitors’ mistakes – and, of course, successes – on their chosen social channels.

Once you have determined which of those channels the companies are using, analyse how well the brands are performing on those channels. If certain channels are not delivering the right returns – in terms of engagement or followers – for those brands, consider avoiding those social media sites.

In assessing the different companies and channels, think about how often the former are posting and whether their followers are quite the type of audience that you had expected.

What exactly do you want to achieve on social media?

Once you have determined where exactly you should be active on social media, you should turn your attention to deciding on the specific goals to work towards. This is important because it can assist you in settling on what type of content you ought to develop for sharing on the channels.

Whether you aim to improve your customer service, foster a steady stream of traffic to your site, convert leads, build a community or simply spread brand awareness, your content – and calls to action – should be geared towards helping to make all of this possible.

If you hit a roadblock, digital marketing services from a provider like Climb Online could help you to overcome it.

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37 Websites with Amazing Free Stock Photos and Images

Photo credit: Pexels

Finding good and free images is not as hard as it used to be, if you know where to look. Here are some great free stock photo sites divided between 100% free photos under the Creative Commons (CCO) license (free as long you don’t say the photos are yours) and those under different Creative Commons licenses (usually they just want you to give them credit, that’s all). Nonetheless, both are free for you to use for personal or commercial purposes. All sites do not require your registration unless stated. Continue reading

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Defining Roles and Responsibilities in Project Management

Project management is often misunderstood. This is because in many ways it can be seen as a multidisciplinary field, because it seeks to manage and bring together various departments, skills, systems and people from within an organisation. As such it is incredibly important to all projects that roles and responsibilities are defined from the outset, as normal hierarchies often don’t apply.

Continue reading

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How to Remove Unused CSS from your Stylesheet Files

There’s a certain class of web designers and developers who insist on going about their web design exploits with more of a full-stack approach, justifiably so too because at the very least you want to maintain the level of technical skill and knowledge you have. It’s all good and well making use of the likes of WordPress as a CMS solution to facilitate rapid development, but those developers who pride themselves on their hard-coding, ground-up knowledge want to know that they can always go back to basics if it ever gets to a stage where the most popular CMS solutions providers decide to start charging for the technology which is currently deployed on the open source model. Continue reading

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